INFINITY India Venture Fund has picked
an undisclosed stake at an investment of Rs 4.5 crore in IndiaParenting.com,
a site which belongs to DataMagic Websolutions Pvt. Ltd, which also runs
a site targeted at teenagers - Teenmasti.com.

Confirming the investment Pravin
Gandhi, director, Infinity said, "we believe that this is a focused site
and there is potential for creating user interest in this space."

Officials at IndiaParenting were
unwilling to comment on the investment, but indicated that the site was
in the process of planning a major event targeted at children, and would
be in a position to disclose details in a couple of weeks.

"As far as the revenue earning potential
of the site is concerned, we believe there are opportunities in e-tailing
in this space," said Mr. Gandhi.

Indiaparenting is aimed at young
parents and children, and the site currently features segments ranging
from pregnancy to child rearing.

Indiaparenting's e-Shop currently
features products like books, CD-ROMs, games and puzzles from publishers
like Tata Donnelley, Dorling Kindersly, IBH, Karadi and Scholastic.

The site also features a 'Junior
Horlicks Treasurehunt' in association with the health drink major.

Some of the site's other segments
include sex education, pregnancy, newborns, child development, child healthcare,
names and rhymes and stories and games.

The site also has a directory of
hospitals, play groups and nurseries for select cities.